Branding as a Source of Competitive Advantage

Bc. Anna Kristina Rezutka

Master's thesis

Abstract:

Nowadays, it is difficult for a product or service to keep its competitive advantage in the long run due to globalisation and rapid technological progress. Arguably the best strategy is for companies is to build a powerful brand and thereby, to remain constantly in the mind of consumers. Over the last decades, branding strategies have become more and more relevant for both small and large companies, as brands have come to represent the most valuable asset for companies. Therefore, conducting further research in this field is regarded as a contribution to current issues in today’s business world. This diploma thesis is dedicated to the topic of branding and will show how branding strategies represent a source of competitive advantage, see the title and syllabus of the diploma thesis. The purpose of this diploma thesis is to provide an insight into the basic concepts of competitive advantage and branding and to conduct a case study that applies the obtained theoretical knowledge in practice. The case study analyses the approach towards branding activities of an existing Czech company. The ultimate goal of the case study is to show how branding can successfully be used to achieve competitive advantage and to provide incentives for companies to engage in brand building.

Abstract:

Nowadays, it is difficult for a product or service to keep its competitive advantage in the long run due to globalisation and rapid technological progress. Arguably the best strategy is for companies is to build a powerful brand and thereby, to remain constantly in the mind of consumers. Over the last decades, branding strategies have become more and more relevant for both small and large companies, as brands have come to represent the most valuable asset for companies. Therefore, conducting further research in this field is regarded as a contribution to current issues in today’s business world. This diploma thesis is dedicated to the topic of branding and will show how branding strategies represent a source of competitive advantage, see the title and syllabus of the diploma thesis. The purpose of this diploma thesis is to provide an insight into the basic concepts of competitive advantage and branding and to conduct a case study that applies the obtained theoretical knowledge in practice. The case study analyses the approach towards branding activities of an existing Czech company. The ultimate goal of the case study is to show how branding can successfully be used to achieve competitive advantage and to provide incentives for companies to engage in brand building.

Keywords

Brands, branding, marketing, competitive advantage, branding concepts, brand elements, brand equity, brand identity, brand positioning, brand image

Language used: English

Date on which the thesis was submitted / produced: 14. 4. 2021

Thesis defence

• Date of defence: 16. 6. 2021
• Supervisor: PhDr. Karel Eliáš, CSc.
• Reader: Ing. Peter Stuchlík, CSc.

University of Finance and Administration

Master programme / field:
Economics and Management / Economics and Management